Trends emerge in changing markets, demographics, technological advances, and evolving global behaviours and preferences. Like anything new, a new trend will need experimentation, discovery, or cost investments – offering powerful opportunities to create or update derivatives, services, campaigns, and company values.
What trends should you focus on now so you don’t find your business left behind?
Video is key
Consumers continue to use video as an integral part of their journey with brands and are excited to see even more video content in the year ahead.
It’s engaging as it appeals to our visual and auditory senses and is your ultimate storytelling tool – you can quickly get your message across to your consumer. Try incorporating How to use videos, customer testimonial videos, behind-the-scenes and event coverage videos.
Speak directly to your customers
Provide the personalised and effortless experience your customers expect. By combining social listening, user attributes, on-site behavioural attributes, and past buying data, you can formulate a highly accurate customer profile and understand your customer’s preferences and buying habits. As a result, you can create personalised content, a key ingredient in a brand’s retention marketing efforts.
Invest in Marketing Automation
Marketing automation technology can develop your customer journeys at scale. Using a platform like Marketing Cloud can deliver you relevant data based on journeys across channels and devices, and Pardot – a SaaS marketing automation platform managed by Salesforce, will continue to help you have the right message at the right time to the right people throughout all phases of the relationship.
Voice-Activated Shopping Assistants
Voice assistants like Amazon’s Alexa, Siri and Google Assistant are favourites. They have gone from doing simple tasks on a phone or tablet to managing home appliances like fridges, air conditioners, and lighting. Voice search can help your eCommerce strategy reach people who start their shopping or product browsing with a voice assistant.
Chatbots and other virtual assistants
Online shops are turning towards chatbots and digital assistants to provide 24×7 support to their shoppers – with AI systems becoming more efficient faster than ever before. Investing in a chatbot can help your business respond quickly and directly to your customers through a visual experience.